WhatsApp's New Year campaign shows it's all about the messaging

Spot from AMV BBDO reinforces the role the Meta-owned service plays in the festivities

Published On
Dec 20, 2022

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Forget the fireworks and parties; it's all about the messaging. That's the theme of this year's New Year's Eve campaign from WhatsApp, which once again reminds us of the role it will play in our New Year's Eve. 

The global campaign from the Meta-owned messaging service aims to reinforce that it repeatedly sets records for the numbers of text messages and calls sent on New Year’s Eve, with more than 100 billion sent last year.

A 90 second film, directed by Nicolai Fuglsig at MJZ, shows people connecting via WhatsApp no matter what they're doing and what time zone they are in. There's a woman whose friends are partying on a tropical beach; she's in colder climes but joins them in the bathroom. A young healthcare worker also connects with his sister despite being at work, sharing a joke on his phone, and we see others celebrating with family around the world. 

“We wanted to remind people that the best thing about the new year really is our kinship with each other," said Andre Sallowicz, creative partner at AMV BBDO. "It's the internal fireworks that matter, not the ones outside. And those often happen at the very moment we receive that heartfelt message or call from someone close to us, even if they’re far away."

The ad is airing in  India, Brazil, and the U.K.. Alongside the hero film, the brand is also running shorter films for digital and social platforms and a content partnership with LadBible, developed by Ketchum. There are five bespoke assets, each dedicated to an emotional story showcasing how WhatsApp connects families across the globe.   

“New Years is the one holiday that the world celebrates together, and the most important thing people do that day is text or call a loved one," said Vivian Odior, head of global brand at WhatsApp, in a statement. "We’re excited to celebrate those private moments people have in appreciation of the record setting use of WhatsApp on the holiday”. 

 

 

Credits

Date
Dec 20, 2022
Client :
WhatsApp
Client :
Meta
Agency :
AMV BBDO
Client :
Vivian Odior
Client :
Jennie Morel
Client :
Renata de Carvalho Costa
Client :
Michelle Hammond
Client :
Jenny Gadd
CCO :
Nicholas Hulley
CCO :
Nadja Lossgott
Creative Director :
Andre Sallowicz
Creative Director :
Tinku Cupf
Creative Team :
Pauline Ashford
Creative Team :
Mike Kennedy
Agency Planning Team :
Alice Aldridge
Agency Planning Team :
Yolanda Davis
Agency Account Team :
Richard Moloney
Agency Account Team :
Amy Tippen-Smith
Agency Account Team :
Dorothy Tang
Agency Producer :
Edwina Dennison
Agency Producer :
Meg Everett
Creative Agency :
Creative X
Head of Creative :
Rodrigo Moran
Creative Director :
Lucas Heck
Creative :
Andre Felix
Creative :
Soham Chatterjee
Media Agency :
Spark Foundry
Production Company :
MJZ
Director :
Nicolai Fuglsig
Production Co. Producer :
Tim Wild
Production Manager :
Andrea Harvey
Director of Photography :
Mélodie Preel
Edit :
Fabrizio Rossetti
Edit :
Gabriela Soria
Post-Production Company :
Selected Works
VFX Supervisor :
Theajo Dharan
Creative Director :
Greg Spencer
CG Creative Director :
Francois Rosin
2D Artist :
Richard Lyons
2D Artist :
Eileen Chan
2D Artist :
Maheshwaran Chandrasekaran
2D Artist :
Georgie Ford
Motion Graphics :
Vibol Moeung
Finishing Artist :
David Wishart
Colorist :
Hannibal Lang
Color EP :
Camilla Strandskov
Executive Producer :
Alex Fitzgerald
Senior VFX Producer :
Nicola Simmons
Production Assistant :
Libby Gandhi
Data Technician :
Man Lok Li
Data Technician :
Stephanie Skarbek
Sound Studio :
750mph
Sound Engineer :
Sam Ashwell
Sound Engineer :
Lucas Trigg
Sound Producer :
Olivia Ray
Music Supervision :
Lila Caldwell
Additional Music Production :
Luke Fabia
Additional Music Production :
Benjamin Jones
MD / Executive Producer :
Jay James
PR :
Ketchum
Organic Social Agency :
Media.Monks

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